There are 6.8 billion people on the planet at present. 4.8 billion own mobile phones, whereas only 4.2 billion use a toothbrush.
Mobile booming and the exponential growth rate of smartphones have changed the way consumers behave and their buying journey. Consumers are demanding new experiences, always connected, they want ultra-personalized and simple interactions with the brand, at the very moment they need it. To support this new way of consuming, McDonald’s France has decided to build with Worldline a unique, customized platform including a wallet to enable them to start the digital transformation.
Now McDonald’s France is able to enhance customer journey, providing customized ordering experience.
Interfaced with the online ordering system, the digital platform orchestrates and stores securely all data. The digital platform exposes essential data to all channels to efficiently meet new customers’ expectations.
Furthermore, the wallet that embeds the consumer digital identity makes the experience seamless, guaranteeing a strong authentication and an opt-in for the next transactions. McDonald’s France enhances the customer journey through its online ordering, and offer tailored promotions to customers on an individual basis. This combination of transactional and digital expertise makes McDonald’s France Digital Platform one of the first online, non-delivery, fast-food ordering services in the world which enables customers to prepare and pre-pay for their orders ahead of time.
This new experience can see customers ordering their meals through the online channels, either from home or on the go. Payment is made in advance using the Worldline Wallet. Once the payment has been made, the customer receives a unique QR code which can be used in a McDonald’s participant restaurant in France the same day to collect the order.
The new online ordering system is a win-win for the fast food chain. First of all the overall experience for the customer is improved, and secondly McDonald’s France gains a valuable insight into their customers behavior through the data collected, allowing for targeted offers and cross sales. However, far from having crossed the finishing line, this is just the beginning for McDonald’s France. In fact, many innovative payment solutions will emerge and will continue to shake up the fast food scene.